More consumers are claiming they believe 4G technology is too expensive, according to a new survey.
Price comparison website uSwitch.com, which conducted the research, said 91 per cent of respondents are aware of what superfast mobile broadband offers compared to 61 per cent when EE first launched the service in October 2012, but 38 per cent said they find the price offputting.
It was also revealed people are becoming increasingly concerned about exceeding their data limits, with 69 per cent of consumers feeling this way, as opposed to 62 per cent in October.
However, more than half stated they would like 4G, compared to less than half at the time of launch.
Ernest Doku from uSwitch said pricing is highly likely to become the “new battleground” for 4G, particularly in light of Three’s ‘no premium for superfast pledge’.
“We hope that more networks offering 4G will lead to real competition on numerous fronts including cost, data, handsets and coverage,” he added.
This comes after EE announced last week (April 2nd) it has rolled out superfast internet speeds to all black cabs in London and Birmingham.